Strategic Interactions Between a National Brand Supplier and a Retailer who has the Potential to Introduce a Store Brand

摘要：

We consider a single supplier who sells a branded product through a single retailer, whose efforts can influence the flow of customers. Additionally, the retailer may be able to introduce its own store brand that can provide low end competition to the branded product. We first identify conditions under which the supplier can benefit from the introduction of the store brand. Subsequently, we show that when the store brand does not benefit the supplier of the national brand, it may be beneficial for him to commit to maintaining a sufficiently low wholesale price that the retailer would have no incentive to introduce its own brand.

会议类型: 国际会议

会议名称: 2007 International Conference on Manufacturing & Service Operations Management(2007制造与服务运作管理国际学术会议)

会议地点: 北京

会议语种:英文

在线出版日期: 2007-06-18（万方平台首次上网日期，不代表论文的发表时间）